Employee Branding


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Employee Branding

  1. 1. Presentation on Employee branding & HR-Marketing Integration Presented By Aqleem Akram
  2. 2. Employee Branding Employee branding is defined as “the process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents” (Miles & Mangold)
  3. 3. Employee branding is an indirect branding effect in which communication of company employees serves to characterize their company’s Employer brand.
  4. 4. In Simple Terms Employee Branding means what a employee projects about himself and the organization culture. He/she should be able to serve as a brand ambassador for his/her Organization. A strong sense of affiliation is seen of the employee towards his/her organization.
  5. 5. Defining Employer Minchington (2005) defines employer brand as the “image” of your organization as a great place to work in the mind of current and potential employees Attraction, engagement and retention initiatives targeted at enhancing a company’s employer brand.
  6. 6. Objectives of employee branding: Expansion of employee empowerment . Improvement of employee loyalty. Improvement in reputation of company in the market. Increase in the motivation levels.
  7. 7. How This Can Be Achieved ?? By selective hiring/ selective recruitment. Provide targeted training/ certifications for employees. Effectively communicating the Organization goals and what is expected, Role clarity. The compensation system should incorporate messages that consistently and frequently reflect the brand and organizational image.
  8. 8. Advertising and public relations systems should communicate messages that consistently and frequently reflect the brand and organizational image. Accurate and specific job previews should be given to new employees so that realistic expectations are incorporated into their psychological contracts
  9. 9. Growing Importance “An unsatisfied customer tells ten people about his experience while an unsatisfied employee tells a hundred.” D K Srivastava, VP HR at HCL Comnet
  10. 10. Growing Importance Employer branding to “attract employees” It helps in retaining current employees, increasing employee satisfaction, attracting job candidates, and motivating employees in their work, which leads to excellent business gains. Initiatives taken by organizations to make the work place more employer-friendly and implement development
  11. 11. Pre-requisites for Successful Employer Branding Core Brand Definition Senior Management Involvement Alignment with Corporate Strategy Empowerment of the Workers Ongoing Measurement and Recognition
  12. 12. Building an Employer Brand Unique benefits / policies Employee referral programs Awards programs Parties Sponsoring events Recruitment website
  13. 13. EMPLOYER BRANDING Identify your strengths Be socially responsible Offering career progression through growth Using the web wisely Market yourself to the young Use employees to spread the word What gets measured gets managed
  14. 14. Industry Practices SATYAM:“Every Satyamite is a Leader” CTS:“Celebration at Work” ACCENTURE:“Best Place for Women to Work” LG:“Best Employee Bonus” MARUTI:“Collective Vacation Scheme”
  15. 15. THANK YOU....